How Orangetheory Has Already Established Itself as a Legacy Brand

Becoming a legacy brand is a huge feat for any franchise concept. Becoming one in less than 10 years, however, is nearly impossible. Not for Orangetheory Fitness.

Since its founding in 2010, Orangetheory has well surpassed the 1,000-location milestone and continues to be one of the fastest-growing franchises in the world. 1851 Franchise connected with Orangetheory Senior VP of Franchise Development Mike Mettler and Public Relations Specialist Marissa Fattore to hear more about what they attribute reaching legacy status to before celebrating the brand’s 10th birthday.

“Our brand isn’t just another gym or fitness studio,” Fattore said. “Our full-body, science-based, one-hour workout experience pushes you to be your personal best. We are not just geared toward fitness mavens. We create a fitness community for members of all ages and fitness levels.”

For Mettler, the growth the brand has seen over the last eight years and counting all comes down to the impact Orangetheory has on its members. “We are helping our customers live a vibrant and longer life,” he said.

Beyond the benefits Orangetheory workouts bring its customers, its workouts are just as valuable to franchisees in the system, a large part of the reason the brand has become one of the most attractive franchise concepts to multi-unit franchisees around the globe.

“It’s a trifecta of science, coaching and technology,” Fattore explained. “These elements work together to charge up your metabolism and burn more calories. In just seven years, we’ve expanded to over 1,100 studios in 49 U.S. states and 22 countries, with another 500 studios in the development pipeline. We owe this to our unique offering.”

On both the franchise and consumer side of the business, it all comes down to the workouts and offering something that is truly life-changing. Doing so has helped Orangetheory reach legacy status, a title the brand has no plans of relinquishing anytime soon.

For other brands looking to reach the same level of success, finding the “why” behind the product for both franchisees and consumers is the key to longevity. In Orangetheory’s case, Mettler suggests that all franchisees “focus on the member” and how their business can positively impact their customers’ lives.

“From the beginning, Orangetheory has blazed its own trail, taking a different path from standard-fare workout facilities,” Fattore said. “This year, we amped up our use of technology to further enhance the workout experience in ways no other companies can touch. We will continue to constantly innovate and improve our workout, science, technology, operations and systems to deliver a best-in-class member experience."